Pet Care in Colombia

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Executive Summary

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Pet care continues to benefit from rising pet ownership and the humanisation trend

Pet care in Colombia looks set to continue performing strongly in 2017, with double-digit growth in total current value sales projected. The positive development of the market will continue to be underpinned by growth in the country’s pet population and the pet humanisation trend. At the same time, the market will continue to benefit from rising disposable incomes in Colombia and the growing willingness of many owners to trade up to higher quality and more expensive pet care products, particularly health-oriented pet food products. These trends should also help to sustain robust growth in total pet food volume sales in 2017.

In line with the pet humanisation trend, Colombians are increasingly treating pets like family members. As a result, owners are becoming more willing to buy higher quality and added value products that can improve the general health, wellbeing and appearance of their pets. These include breed-, age- and lifestyle-specific pet food products, as well as pet treats. At the same time, the pet humanisation trend is making many owners more inclined to spend money on non-essential product types and services such as clothing for cats and dogs, pet grooming etc. It is expected that companies across the pet care market will continue to expand and diversify their portfolios in response to the pet humanisation trend in 2017.

Nestlé Purina and Contegral remain the top two players in pet care in 2016

Nestlé Purina PetCare de Colombia SA remained the leading company in Colombian pet care in retail value sales terms in 2016, followed by Contegral SA and Mars Andean Ltda. The competitive environment remained relatively fragmented overall, with plenty of room for new entrants, reflecting the fact that pet care is still some distance from maturity in Colombia. Several pet care categories witnessed new launches during the year as new entrants and established players alike sought to capitalise on the pet humanisation trend. At the same time, many companies continued working to improve retail distribution of their pet care products in 2016.

It is expected that retail distribution of pet care products will continue to improve in Colombia in 2017, via both pet specialists channels (pet superstores, pet shops and veterinary clinics) and mainstream grocery retailers channels such as supermarkets, hypermarkets and discounters. Smaller and emerging channels are also expected to gain ground in pet care distribution, including internet retailing and warehouse clubs. Wider distribution should in turn continue to have a positive impact on demand for various types of pet care products.

Demographic trends should continue to bolster market development over 2017-2022

Colombians are increasingly postponing marriage and parenthood until they are older in order to focus on their education and careers. This is fuelling a gradual movement towards smaller household and family sizes in the country. It is expected that these demographic changes will continue to encourage growth in pet ownership over the forecast period, with more people adopting cats, dogs etc as substitutes for children or as companions. This will in turn help to strengthen the pet humanisation trend, and lead more owners to increase spending on products and services that can improve the health and general wellbeing of their pets. All of this will help to sustain the positive development of the Colombian pet care market towards 2022.

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